Enabling process of e-WOM and self-image congruence in Facebook page: a case study of passionate partisanship in the Thai professional soccer team Online publication date: Fri, 20-Dec-2019
by Thongchai Srivardhana
International Journal of Sport Management and Marketing (IJSMM), Vol. 19, No. 5/6, 2019
Abstract: This research paper specifically sets out to investigate: 1) electronic word-of-mouth (e-WOM); 2) self-image congruence (SIC); 3) passionate partisanship (PP) of users who follow a Thai Premier League soccer team's FB page. Using e-WOM to develop SIC among users, a team's FB page enables its fans to become one of Thailand's largest PP groups. The contributions of this paper are threefold: 1) the paper provides a quantitative study in social media marketing in the sports business context; 2) this research paper provides research demonstrating the uniqueness of PP as a construct in sports marketing research and practice; 3) this paper provides research evidencing that e-WOM and its mediator – SIC– are enablers of PP in a sport's team FB page. This paper provides discussion, implications, and limitations together with suggestions for future research before ending with conclusions.
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